Selvia, Selvia (2024) PENGARUH BRAND IMAGE, BRAND TRUST, BRAND SATISFACTION TERHADAP BRAND LOYALTY PADA E-WALLET GOPAY (Studi Pengguna E-Wallet Gopay Pada Mahasiswa UPN “Veteran” Jawa Timur). Undergraduate thesis, UPN "VETERAN" JAWA TIMUR.
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Abstract
Brand Loyalty is a commitment that arises from consumers to a specific brand. Brand satisfaction, brand image, and brand trust are some of the variables that might Impact brand loyalty. Non-cash payment via digital systems, which are an addition to e-commerce, refer to smart payment alternatives in several developing countries, one of which is Indonesia. The emergence of digitalization through the Internet has accelerated the flow of globalization and payment systems from manual to online transactions. This research aims to determine the impact of brand image, brand trust, and brand satisfaction either concurrently or partially on the brand Loyalty of gopay e-wallet customers among UPN Veteran Jawa Timur. This kind of study employs quantitative associative research methodology. The sampling technique used is non- propability sampling with purposive sampling technique. This study used 200 as the sample. respondents and used is a Google form. The collected data was analyzed using multiple linier Regression Analyzed technique. The result of this research show that the F test result show an f count of 111,361 > 2,65, meaning that Brand Image, Brand Trust and Brand Satisfaction simultaneously have a significant effect on Brand Loyalty with a significant value of 0,000. Based on the results of the t test result show that brand image partially has a significant effect on brand loyalty with a significant value of 0,000. Brand trust partially has no significant effect on brand loyalty with a significant value of 0,800. While brand satisfaction partially has a significant effect on brand loyalty with a significant value of 0,000. Keywords : Gopay, brand image, brand trust, brand satisfaction, brand loyalty
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economics H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products H Social Sciences > HG Finance |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | SELVIA | ||||||||
| Date Deposited: | 20 Mar 2024 02:20 | ||||||||
| Last Modified: | 20 Mar 2024 02:20 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/21493 |
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